Pets at Home is transforming its online shopping experience by providing innovative ways to interact with its customers.

The retailer has adopted Amplience, a leading digital content production and delivery platform, enabling features such as interactive video, shoppable content and user generated commerce.

Through this platform Pets at Home customers will be able to make purchases by interacting with creative content as well as the more traditional static product pages. Visitors to www.petsathome.com can now view items within banners, catalogues and even video, then simply click and buy their favourites without having to search for the items elsewhere on the site.

The retailer has already made use of the features provided by Amplience, adding interactive elements to its Christmas landing page, including interactive gift guide and accompanying shoppable video, which showcases the Christmas product range.

Shoppable video is a growing trend in digital retailing, with only 16 per cent of brands who currently have video content on their site, able to make their videos shoppable.

The retailer is also integrating user-generated commerce to the buying experience; meaning that shoppers can share social media posts of their pets with the business using the designated hashtag #mypetloves. These posts will form a web gallery from which shoppers can simply click-to-buy Pets at Home products that are featured. Research published by Digital Marketing Depot suggests that there’s a 10 per cent increase in conversion when visual UGC is part of the purchase path.

Scott Jefferson, Marketing Director at Pets at Home, said: “We want to provide our customers with the most engaging experience possible whenever they visit our website, so investing in the Amplience platform made perfect sense.

“Shoppers quite rightly expect to enjoy themselves when they make a purchase with us, just as they would in one of our stores. Providing stimulating content in a variety of formats and simplifying the buying process are just a few of the ways we’re striving to be the best pet shop in the world.”

James Brooke, CEO and founder, Amplience, said: “Rich and engaging content is one of the key drivers in online sales today. The importance of sophisticated dynamic media in cementing a brand’s online presence is crucial, especially in the crowded ecommerce landscape. Amplience is proud to be working with household names like Pets at Home to deliver cutting edge customer experience.”